New Moms are more likely to visit SN sites and publish than most other online users.

Fast-Tracking Communities: Moms

Shows that Moms of all sorts, and in particular New Moms (younger, one child), are much more likely to visit social networking sites and publish or own a blog than most other online users

Delving into the digital behavior of Moms (Exhibit 18) tells us more about the transformational role of social networking. Social networking plays a prominent role with Mothers aged 25-35 with at least one child at home. In addition to e-mail, they are 85% more likely to spend time with Facebook compared to the average online consumer.

“Power” Moms aged 39-54 are only 23% more likely to post comments on a social network. While “Established” Moms (aged 40-50 with 3+ children) are heavy online shoppers who stay connected via e-mail and dabble in social networking. Moreover, according to Facebook, women aged 40-50 in the home are the fastest growing demographic group on the site.

Source: Nielsen @Plan, Spring 2009

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